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Jay Abraham Ecommerce Wins

Jay Abraham Ecommerce Wins

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Published by marketing_curator
Internet marketing expert Jay Abraham shares how to improve your online eCommerce results - 2009
Internet marketing expert Jay Abraham shares how to improve your online eCommerce results - 2009

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Published by: marketing_curator on Jan 28, 2012
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 1
The Abraham Group
27520 Hawthorne Blvd., Suite 288Rolling Hills Estates, CA 90274(310) 265-1840 • Fax (310) 541-3192
Winning Big with the Internet and E-Commerce
Internet Marketing and E-Commerce have captivated our minds, motivations, and money making obsessions.For the last two years, publicly traded E-Commerce companies, “dot com’s,” have stolen the limelight with theirmeteoric rises in value beyond all comparison with their revenues or profits. (Valuations have adjusted down, butthey’re still well in excess of traditional model.)The
“brick-and-mortar”
based product and service companies are told the Internet will be their absoluteundoing. Mad, frenetic rushes to stake clear claim to Internet users and “killer applications” is the driving concern of businessmen and women in every industry.It’s intimidating, inhibiting, frustrating, and perplexing to most. Exhilarating, stimulating and enriching to afew.
One thing is certain.
The advent of the Internet has forever changed the way business is conducted in every industry in every freemarketing economy in the world. The “
grand slam
” winner, hands down, is certainly the consumer.
 But how can you and your business or practice win big, too… now and ongoing with the Internet and E-Commerce?
Well, I’ve got a few good ideas and strategic suggestions to offer here: Understand what I’m about to share aremy best-reasoned, current perspectives; drawn from practical, day-to-day observations, research, interviews, andanalysis, my staff and I have made — reduced down to its core basic essence. So there’s absolutely no confusion ortentativeness on your part about what I am recommending, why I’m recommending it — and what specific actions orimplications my various recommendations call for you to take. Consider this document my executive action briefing.Your time is precious. And we are moving in “Internet Time,” where 3 months is the equivalent of a year. Solet’s get on with it, now.Let me start with some universal principles that I believe you must master in order to have the absolute, mostpowerful impact possible from whatever Internet presence your business establishes on the “net.”Always ask yourself this question:
Why
is somebody going to want to come to my company’s web site?
You must clearly, immediately, and effectively telegraph right up front, on the home page at the top — thatyour web site offers that visitor the only viable solution or strategy to effectively solve the problem or opportunitythey’re after. If you don’t have a great value proposition to pose, there are numerous other sites, that are just as wellsuited to resolve the problem being presented and you only have between 1 to 2 minutes to convey this message beforethe consumer moves on to the next option.This
is
obvious, and if your goal for having a web site is anything beyond merely providing a continuousconnection between your
“brick-and-mortar”
business and your existing clientele — you need to strategically focus on
 
 2search engines, affiliate programs, and strategies to generate maximum upside marketing leverage. We’ll deal withaffiliate programs later, because let’s face it, most people use search engines, directories, and portals to find what theyare looking for on the Web. So, let’s first focus your attention on the ways of getting your web site to come up in searchsites, legitimately, and as high as possible.Indexing the Web is a difficult and non-ending task. It takes thousands of electronic scouts (called bots orspiders) visiting as many web sites as they can every week analyzing the text for keywords and following hypertextlinks trying to gather information. The information that is collected will be indexed and used to rank the web sites forpotential consumer searches.Your goal is to not only show up in these searches but to be placed as high as possible in these rankings.It is crucially important that search sites know that you are out there and want to be part of their index. Almostall
Web Search Sites
and
 Directories
send out some sort of electronic scout that will go out and find your site, but theyalso have a button that allows you a chance to register your site or pages with them. Some sites simply require yourURL to be added to the route of their electronic scouts, while other Search Engines will allow you to fill out a form withsite location, keywords and a short description.Of course, finding, going to, and registering on each individual Search Site can waste quite a lot of time andenergy, and isn’t entirely necessary. But, if you want your site indexed at as many appropriate sites as possible, youcould use a Web site Submittal Service such asSubmitIt.com,GoNetWide.com/gopublic.htmlor usaworld.com/WebPromote.html. (These sites used to be free, but now they usually charge a fee for their services.)Just getting a consumer to your site is not enough. You want to be able to communicate and stay in touch withthem, as well as keep them coming back over and over to see what’s new on your site. And the best way of keeping thecommunication lines open is to build a list of e-mail addresses you can dialogue with.How do you go about building this list?You must systematically cultivate willingness on the part of your clients and prospects to give you their e-mailaddresses and, most importantly, permission to communicate with them periodically. You can use this communicationto inform, instruct, educate, comment, or alert them to development opportunities or exciting information that will bringthem greater benefit, advantage, or outright payoff value to their lives or business.You need to cultivate this e-mail list for two strategically critical reasons. First, to gain highest impact andaccess to them on a direct and continual basis. Second, besides the direct access that permission-based e-mailcommunication affords, the cost is almost zero, vs. every other expensive communication alternative you could choose.You also have 24-hour, 7-day a week direct access. And, if you always assure that your e-mails contain superb intrinsicvalue — your recipients will eagerly await, embrace, and best of all, respond to your e-mail dispatches.
 
E-mails must not be the only way you deliver value. Your site must also find an effective and powerful way togive something of value — be it information, ideas, content, education, entertainment, advance intelligence, etc.
free
— before trying to sell or ask for any commitment.You should do regular user studies of how user friendly, easily usable, fluid, and eminently clear your web siteis to people other than you and your team. Frequently, you get deluded to thinking your web site is a lot more appealing,user friendly, clear, valuable, and appealing to the marketplace than it really is. Only by performing a series of cold,objective web usability studies, can you discover the truth.Depending upon the results of your user studies, and how your web site is designed to be used — considerusing your site in multiple ways. Expand your applications, and gain the benefits of multi-purposing.Focus your attention on serving your primary client or extolling all the benefits, advantages, applications orimplications of your main product or service in action.If it has occurred to you that your primary clients are not the only ones that would benefit from your site —you are right!
 
 3 
Finding effective ways to put your web site into other people’s web site 
Your web site must be known… a billboard in the basement is not an effective form of advertisement.Showing up on the first page of a search engine’s results isn’t the only way to get visitors to show up on your site. Theyalso follow links from other related sites.Figuring out the best ways to ethically tap into other web sites’ existing traffic:
 
Figure out what your customers are interested in
 
Understand the customer’s online behavior and existing traffic patterns
 
Let the customers drive you to where they go
 
Then, find a generous, exciting way to reward these other web sites for sending qualified visitors andprospects over to your site.How can you stimulate an effective, ethical affiliate program?Prepare a full “turnkey” package that is easily and instantly applicable as well as financially and transactionallyappealing. Where appropriate, offer compensations such as: reciprocity, return links, compensated links, or pay-per-performance link. (For some additional ideas on setting up affiliate relationships, you may want to revisit some of myearlier work on host-beneficiary/strategic alliance/endorsements.)
The key factors most critical to developing a powerful and effective web site business strategy 
First, focus on marketing—your web site must be known to all your existing clients, to all your primaryprospects within your industry, and on as many search engines and affiliate-based web site referral programs aspossible. Always focus on getting the highest and best results yield and impact from whatever it is you do.It’s critically important.It’s honesty and innovation, today on the Internet, that is even more important than the quality of the product orservice you’re offering. Please don’t compromise quality and performance characteristics in whatever product orservice you offer — but, first and foremost, put attention on the effectiveness of the web site marketing approach youput behind your Internet or E-Commerce business efforts.
 
Clearly understand your target client’s needs, wants and objectives.
 
Always remember you are giving people the opportunity to effectively solve their needs — not promotingan economic solution to your needs.
 
Always do what your clients need done.
 
Don’t try and force them to accept your definition of value and usefulness in the message. Content andpayoff value is what you provide them on your web site.
 
Make it easy to do what the person visiting your site came there to do — and make it faster and moreeffective for them to do it at your site than anywhere else.Just like when you are trying to set up affiliate relations, you must take the time and interest to carefully andclearly understand your visitor’s or client’s online behavior. It is easier to figure out what the clients like and dislike if you find out their existing traffic patterns and participate in discussion or chat groups that relate to your market and ask questions about product or service traits people are looking for or are staying away from.

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